keith ng - gamification in asia: opportunities and lessons
DESCRIPTION
Asia is the world's largest and most populous continent -- and also a source for much of our global gaming culture. But how is gamification taking hold across diverse countries, ages and industries? What unique and interesting design patterns can we extrapolate and learn from? Join Gametize founder Keith Ng as he brings out a handful of the most interesting gamification examples from Asia, along with concrete lessons on what we can learn from them.TRANSCRIPT
Gamification in Asia: Opportunities and Lessons keith ng, co-founder & ceo
“who are we?”
@keizng | @gametize
Twitter Game
§ Simply tweet anything and mention @keizng or @gametize with #gsummit
§ Each tweet/RT is a chance (5 max each).
§ 5 lucky winners will get US$1,000 worth of credits on GameMaki.com
§ Best tweet will get win a white-label mobile app powered by GameMaki worth US$10,000
§ No Twitter!? Drop [email protected] a note– that’s one chance!
“Gamification in Asia?”
@keizng | @gametize
Why do you care about Asia?
You are in a global company, and want to engage the workforce in Asia
You want to/already have customers in Asia, and you want to engage them
Let’s keep to China, Korea, Vietnam, and Singapore
@keizng | @gametize
Why should you care about Asia? By 2011, there were 485 million Internet users in China, spending 1.3 billion hours in total on the Internet daily
Over 100 million gamers in China that brands can engage through gamification
*Source: Emre Tunchilek, December 9, 2012, “The Great Wall of Gamification: Rapid Emergence of a Viral Concept in China”
China will account for half of the world’s online and mobile game market by 2014
@keizng | @gametize
Opportunities in Asia
Mobile marketing budget to grow 150% by 2013 § 16.5% of mobile users spent over
$100 in app stores
§ 68% of Taiwanese have used cell phones in a toilet
- Solid Revenue Prospects, 2013
@keizng | @gametize
Singapore set to be world’s second-biggest gaming hub and overtake Las Vegas with US$5.7 billion revenue in 2011 - CNA
“Employee Tech-based learning is leap-frogging more
traditional distance learning methods, and is enabled by a
strong engagement in social media and one of the
highest usages of mobile Smartphones, Tablets and Mini-Tablets in the world”
- Cegos, 2012
Spend on private tutoring Japan: US$12 Billion (2010) Singapore : US$680million (2008)
@keizng | @gametize
@keizng | @gametize
Relevance to Gamification? I’ll say yes, but you decide
“Ok, does it work in Asia then?”
@keizng | @gametize
@keizng | @gametize
Qoo10.sg / Gmarket.co.kr
Case Study
@keizng | @gametize
Mediacorp Club
Case Study
@keizng | @gametize
FameMark.com
Case Study
@keizng | @gametize
Diablo 3 Launch in Singapore
Case Study
@keizng | @gametize
Diablo 3 Launch in Singapore
Case Study
@keizng | @gametize
Tiger Beer (The Big Game)
Case Study
@keizng | @gametize
Standard Chartered Bank: Mission Digitization
Case Study
Standard Chartered Bank: Mission Digitization
Case Study
Interactive Challenges !
Competitive Spirit!
Instantaneous Feedback!
Earning Rewards!
@keizng | @gametize
Some lessons/observations
§ Badges/ virtual items are insufficient to engage audience (Foursquare did not replicate success here)
§ Extrinsic rewards upfront are pertinent to the experience
§ Choice of channels varies for different countries. Multiple channels are necessary if targeting multiple regions
§ Employee engagement and training are evidently more painful than consumer engagement (marketers often rely on immature KPIs such as Facebook like)
§ Gamification can be a big distinctive advantage for now with little adoption and knowledge (growing gradually though)
@keizng | @gametize
@keizng | @gametize
We learnt and developed these
Twitter Game
§ Simply tweet anything and mention @keizng or @gametize with #gsummit
§ 5 lucky winners will get US$1,000 worth of credits on GameMaki.com
§ Best tweet will get win a white-label mobile app powered by GameMaki worth US$10,000
§ No Twitter!? Drop [email protected] a note– that’s one chance!
@keizng